Marketing For The Heart & Soul

The famous American writer and lecturer Dale Carnegie once gave this sage bit of advice – “when dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.” This principle holds true whether you are writing fiction or promotional web content. If you want your communication to truly resonate and engage the target audience then you must create some form of emotional appeal. It is through the injection of emotion that you prompt people to take the actions that you want them to take and ensure that the word is spread about your business.

Why focus on emotion?

It has been proven in multiple studies that people have a greater response to the emotional appeal of advertisements than the actual content. There are a variety of methods that can be used for the purpose of generating the desired emotional response. You should ensure that there is a clear and direct link between the verbal and visual content. The emotions associated with different fonts and colours should also be taken into consideration.

Consider the textual connotations highlighted in this infographic:

Source:    Crazy Egg

Source: Crazy Egg

The most effective communications will appeal to both the head and the heart. As an example, Kleenex has traditionally appealed to people’s sense of love and compassion by featuring an adorable Labrador puppy in their advertisements. They then provide the logical justification for purchasing their toilet tissue, explaining that it is as soft as can be (ideal for wiping even the most sensitive of bums). The perfect combination of emotional and logical content will prompt desirable responses, making people more likely to buy your products and spread the word.

Of course there is considerable scope when it comes to building emotional appeal. The nature of your product and the desired audience response are just a couple of the key factors. You are advised to spend as much time as is feasible researching your audience; focusing on the motivations and lifestyle situations of people who are most likely to buy your products. Take the opportunity to speak with your existing customers, considering core character traits and perspectives. Think about the types of emotional appeal which are likely to have the greatest impact.

Here’s a selection of the emotional drivers which you might focus on:

  • Fear – what are the events and situations which people want to avoid at all costs?

  • Guilt – could your product be a guilty pleasure?

  • Trust – what are the values that prospective customers hold dear?

  • Value – what are the possessions and relationships that matter most?

  • Instant gratification – will your product provide an immediate and satisfying hit?

  • Trendsetting – could you help in the quest to win friends and influence people?

  • Time – could you relieve the burden on your prospect’s everyday life?

The best and most beautiful things in the world cannot be seen or even touched. They must be felt with the heart” | Helen Keller

If you’re not sure which emotions to focus upon then it would be worth taking a look at marketing materials produced by the competition. You are advised to review everything from rival websites to leaflets and magazine advertisements. There are bound to be plenty of good ideas for you to draw upon, focusing on the full range of emotions. Successful marketing campaigns produced by companies outside of your market may also provide some inspiration.

Consider the emotional appeals of these high-profile advertisements:

WWF Climate Change.jpg
Choose Happiness - Coca Cola (2).png

One thing that all of these advertisements have in common is the inclusion of emotion inducing verbal content. Each of them focus on the emotional benefits which people will enjoy upon buying the products. The choice of happiness in the Coca-Cola advertisement is clear and definite. The WWF advertisement appeals directly to the target audience, making it clear that action must be taken in order to avoid the fate of turning into a despairing manfish.

Here are a selection of emotional words which could be used in your own advertisements:

  • You: giving the impression that the advertisement is targeted at that one single person

  • Imagine: encouraging the creation of a mental picture of life after buying

  • Free: presenting the positive idea of getting something for nothing

  • Because: encouraging reflection on the best reasons for buying

  • Tempt: transforming your product into the forbidden fruit that’s just so hard to resist

  • Distress: focusing on the negative events and sensations which people want to avoid.

These techniques could transform the emotional appeal of your copy:

  • Metaphors- powerful links and associations could be drawn through the inclusion of metaphors. As an example, you could inject a sense of passion by referring to Scott, the dreamboat boyfriend

  • Storytelling – from popular campfire tales, to stories of wizards and muggles; the power of emotionally engaging stories is well established. You could use the model of the hero’s journey to build a memorable brand story

  • Painting visual images – there can be no doubting the power of the imagination when it comes to the encouragement of emotional responses. You could incorporate vivid descriptions within your copy for engagement in the reader’s mental world

  • Humour – jokes and funny asides could be used for the ultimate feel-good factor (of course you should take care not to  exclude or offend)

  • Empathy – you can build the sense of togetherness and make a strong appeal to emotion by sharing your understanding of core beliefs and concerns. Just make sure that you base your copy on sound research, rather than assumptions.

It’s very well understanding the power of emotional connection and being aware of the techniques that can be used for the desired emotional connection. However, it does take some skill to craft the type of copy which engages the audience on the level that matters most. If you want assistance in the research, editing, and refinement of such captivating copy then you should get in touch with me today.

Thanks for reading … it’s been emotional!

Introducing The Pen Portrait


“You can’t write for any audience until you know who they are”. So said the relentlessly helpful copywriter, John Espirian. Of course it’s impossible to keep the characteristics of the entire target audience in mind when producing your content. However, one of the tried and tested copywriting techniques is to develop a profile or “pen portrait” of your ideal target customer. I’ve been having a good think about the type of marketing agency owner who would be most likely to have a need for my professional copywriting services.

Without further ado, I introduce you to Alex Rowcastle, Owner of the Lincoln-based Redfish marketing company. I’ll be keeping Alex in mind as I write the promotional pages and blogs for Writespot over the coming months. Before publishing each piece I’ll be stopping to have a good think about whether it would really appeal and be of interest to Alex. This should help in the creation of focused and engaging content (of course you’ll have to make your own minds up).

Alex Rowcastle

Position: Founder and Director of Redfish Marketing

Age: 38

Home location: Alex lives on a modern housing estate on the outskirts of Lincoln.

Business location: Alex has opened the Redfish Marketing studio in Lincoln’s Terrace office complex.

Childhood: Alex was the second son of Sue and Peter Rowcastle. He had a happy and well-supported childhood, knowing that his parents were always there for him. However, Alex had a pretty intense rivalry with his older brother Tom. The two boys would vie for their parent’s attention, with Alex being closer to Sue and Tom to Peter. Alex was happy when Tom went off to University and they have had a distant relationship since then.


Academic achievements: Alex was a good student and did well in subjects such as Maths and Science at college. He made the decision to study for a degree in Business Accounting and Finance at Durham University. Alex enjoyed the social side of University, playing in a band and the University cricket team. However, he kept the focus on his studies and achieved a high 2:1.

Previous employment: Alex landed his first job as a Graduate Trainee Accountant with the Opal group soon after the completion of his degree.  He impressed the senior management and worked across a variety of high-profile client accounts. Alex proved himself a good team player and made a number of contacts within the financial industry. However, he decided that it was time for a change after seven years of work for the Opal Group.

Current work role: Alex felt that the experience gained while working for the Opal Group would stand him in good stead for the development of his own marketing agency. He would be able to draw upon the skills of graphic designers, web design specialists, and other marketing experts within his professional network. Alex was also confident that he would be able to secure projects with previous clients.

Redfish Marketing has gone from strength to strength over the last few years and Alex has recently partnered with Josh, an experienced digital marketing expert.

Business problems: Alex has been really happy with the development of Redfish Marketing. He has enjoyed considerable success in the marketing of client businesses. He has formed a strong partnership with Josh and Redfish has become the go-to agency for local businesses wanting a digital boost. However, Alex has found it hard to manage the agency workload. He has become increasingly stressed and found it difficult to switch off from work. Alex has realised the need to expand the Redfish Marketing team and draw upon the expertise of a professional copywriter.


Relationship status: Alex is married to Sarah, who he met on an internet dating website. They have a loving relationship and Alex wishes that he could spend more time with her.

Number of children: Alex and Sarah have two children. Tegan, aged 6 is a sweet little girl who seems to be taking after her Mum. Toby, aged 7, is a confident boy who is good at sports and is doing well at school.

Pet’s Name: Alex and Sarah have a cat called Meg. She often brings gifts home, to Sarah’s horror.

Preferred mode of transport: Alex bought one of the new-model Renault Clio’s a couple of years ago. He is confident that it gives the right impression travelling to meetings. He and Sarah also have a Seat Leon hatchback, which is ideal for family and shopping trips.

Favourite colour: Dark blue

Favourite film: Alex’s favourite film is the Shawshank Redemption. He also likes to watch romance films with Sarah. They pay for a monthly family ticket to the local cinema and often go out to see films with the children at weekends.

Favourite song: Alex played the bass guitar in a rock band called The Waves when he was at university, but he hasn’t found much time for music over the last few years. His favourite song is When You Were Young by The Killers.

Favourite business publications: Alex continues to show great dedication, focusing on his professional development within the business marketing world. He sets aside regular time for reading new business books, and has found Richard Shotton’s The Choice Factory, and Allen Gannet’s The Creative Curve pretty interesting. Alex is also a whizz when it comes to the use of social media networks such as LinkedIn and Twitter.

Favourite book: Alex rarely feels like reading fiction books after long days in the office; although his favourite book is The Girl With The Dragon Tattoo by Stieg Larsson.

Favourite sports team: Alex enjoys watching the football and supports Lincoln City. He is really happy about their recent promotion and is hopeful that they can achieve a mid-table finish in League One next year.

Introvert or extrovert: Alex is an extrovert and exudes a sense of confidence.

Favourite food: Alex keeps to a healthy diet and really enjoys Sarah’s home cooking. He looks forward to family meals at the weekends.

Ideal holiday destination: Alex enjoyed his travels to countries such as Germany and Thailand when he was young, free, and single. Last year he took the family to Centre Parks and he is planning on surprising Sarah and the kids with holiday tickets to Spain in the next month.

Attitude to risk: Alex is quite prepared to take calculated and measured risks for the benefit of his business. However, he wouldn’t do anything that would put his business or the family finances in serious jeopardy.

5 Reasons Why You Should Be Using Video Marketing In 2019

There has been a major rise in the number of businesses choosing to invest in video production over the last decade. Business owners throughout the world have created highly engaging videos featuring brand stories, promotions, and visitor guides. However, there are still some in the business world who are put off by the time and expense of video creation. If you are among those yet to be convinced of the benefits of promotional video content then read on.

Ultimate return on investment

A recent report produced by Wyzowl revealed that 83% of marketers have realised a greater ROI since featuring videos on their business websites. The increasing return on investment has been linked to the growing availability of affordable video editing tools, such as the Smartphone.

Competitive advantage

A reported 87% of businesses are now using video as a marketing tool. The more time spent weighing up the pros and cons of video, the more likely it is that your digital customers will switch their attention to the competition.


You could give your business a boost with the following types of video marketing:

·        Product explanation videos

·        Landing page videos

·        Blog page videos

·        Webinars

Assurance of Trust

There is a well-established link between the use of video marketing and desirable levels of customer confidence and trust. You can leverage the power of video to build a strong community of brand advocates, having customers share positive brand experiences far and wide.

As respected marketing expert Mark Schaefer says “The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.

Optimum online visibility

Video production is quickly gaining recognition as one of the best ways of boosting your search engine rankings. Indeed, a recent report by Moovly revealed that websites featuring video content are 53% more likely to show up on the first page of Google. You could realise the difference just by producing and featuring a single video on your business website. Just remember to incorporate stand-out titles and meta-descriptions for the full digital benefit.

Desirable digital engagement

If you still aren’t convinced that video marketing is the best choice for your business then consider the evidence that viewers retain 95% of a message when they watch it on a video, as opposed to 10% when reading it in text form. You can immerse the digital audience in the brand experience and maximise the prospect of digital conversions by featuring expertly-crafted business videos on your website.

Exceptional Video Content

Now you may be ready to grab the camera and start work on the production of a promotional video guaranteed to take the world by storm. However, your video content will not have the desired impact if it doesn’t feature words which will resonate with your business audience. If you want a video script or advertisement for inclusion in your promotional video then get in touch with Writespot!

What A Blog Will Allow You To Do


Whether you're looking for a way of engaging your website visitors or boosting your search engine rankings, it would be well worth building a business blog. This could be the place that you discuss your thoughts about the recent industry happenings, or keep customers updated about the development of brand new products. Build a blog today and begin enjoying the kinds of benefits outlined in this article.

Establish A Sense Of Community

Those of you who are new to the world of blogging may well be tempted to write highly specific content that can only be understood by other industry professionals. What you should actually be doing is writing pieces that appeal directly to your customers. If you're in any doubt then have a look at the articles that are liked and tweeted on competitor websites.

Blogs that appeal to wide target audiences will become the topic of online and offline discussion. You may well find that visitors are happy to divulge their thoughts in the comments section. By taking the time to write detailed responses, you will establish a two-way communication. Visitors will therefore feel highly valued.

Differentiate Your Business

From the customer perspective it can be very difficult to differentiate companies that operate in the same sphere. They are unlikely to be interested in the superior machines or transportation methods that your company employs. However, they are likely to take a greater interest if you are able to create distinctive blogs about the life-changing benefits of your products or services.

You could establish a competitive edge by developing a distinctive company voice to be used in all of your literature. Think up blog post titles and use words that are an essential part of your customer's vocabulary.

Achieve Higher Search Engine Rankings

It is well known that websites with regularly updated good quality content rank highly in the search engines. It is also important to note that Google, Yahoo and the other engines take account of social media signals. So you should ensure that you're blogs are shareable by integrating tabs for Facebook, Twitter and the other social networks.

You might well have heard that it's important to include your prime keywords for the maximum SEO benefit. This is true to an extent. However, you should stick to reasonable keyword limits if you want to avoid penalisation. You should aim to create easily readable blogs that keep your website visitors engaged.

Market Your Services And Products Cheaply

It doesn't cost anything to open an account with a blogging platform such as Blogger, Tumblr or Wordpress. You will then have the option of customising your blog, through the use of different fonts and image layouts. You might even be tempted to pay a relatively small amount to integrate your blog into your main website.

If you don't have enough time to regularly update your blog then it would be well worth hiring a professional blogger. Take a look at the reasonably priced Writespot packages today!

The Writer's Playlist


Music is one of my greatest passions. I absolutely love to listen to the latest tunes by big name bands such as Kasabian, The Stereophonics and The Arctic Monkeys. However, I've found that it's difficult to concentrate at the same time as listening to their uptempo rock and roll sounds. It's for this reason that I've created a writer's playlist. Here are some of the standout tracks:

Cinematic Orchestra - To Build A Home

This song is sung by the highly talented lyricist, Patrick Watson. His atmospheric vocals interweave with the gently flowing piano and violin music. The song gradually builds to a great crescendo, which should leave you feeling suitably inspired.

Rodrigo Y Gabriella - Stairway To Heaven

Stairway To Heaven is a modern masterpiece, originally created by Led Zeppelin. It has been covered by other musical stars such as Dolly Parton and Rolf Harris over the years. However, Rodrigo Y Gabriella's latino version is the best in my opinion. The interplay between the two guitarists is absolutely breathtaking.

Air - La Femme D'Argent

There are plenty of downbeat electronica tracks that may be played as you write. This stripped back tune is a prime example. It was created by a French ensemble known as Air and it features a magical blend of bass and synth.

Ludovico Einaudi - Una Mattina

This Italian composer has produced a number of exquisite piano based tracks over the years. Many of them feature on his best selling album Una Mattina. The title track is subtle, refined and emotionally laden. It is the perfect track to play during the creation of deep and meaningful texts.

Michael Nyman - The Promise

I was reminded of this track while watching Jane Campion's television drama, Top Of The Lake. She also directed The Piano, a highly dramatic film featuring a superb Micheal Nyman soundtrack. The Promise was the standout piece in the film and it has stood the test of time. I often play it when writing blogs and articles.

Please feel free to leave your own suggestions in the comments section below!

Writing An Effective Call To Action


A call to action is designed to encourage the reader to respond in a predefined manner. Companies may place a call to action on their websites, or within their brochures, as a means of persuading the consumer to buy their products. Charities might use this technique to encourage monetary donations. Whatever the reason for using a call to action, you can maximise the chances of success by adopting the following strategies.

Harness The Power Of Persuasion

It stands to reason that a call to action which directs attention to an outstanding benefit is likely to elicit the desired response. The prospective customer may be enticed by a free trial or subscription to an informative newsletter. A business person may be persuaded by the opportunity to get ahead of the competition.

People will be more likely to take advantage of a special offer or discount if they are expressly asked to do so. Forceful imperatives such as ‘stop’, ‘act now’ and ‘do it’ are likely to prove particularly effective. Not only will these demands give your prospective clients a push in the ‘right’ direction but they’ll also reflect upon the authority of your business. However, you should be careful not to scare your customers away by using heavy sales tactics.

Understand Your Customers

It is worth looking at your call to action through the eyes of a typical customer. If they are unlikely to understand the technical jargon related to your product or service then don’t use it. If they are interested in luxury and extravagance then adapt your linguistic choices accordingly. The more directly that you appeal to your target audience the better.

As any good freelance copywriter will tell you, one of the best ways to hook the reader is to appeal to their sense of envy. People don’t like the thought that they are using inferior products or services to those used by their friends. If you can persuade your audience that your offerings are top of the range then your sales prospects will increase significantly. You may even be able to stimulate a buyer frenzy by giving the impression that your stocks are dwindling and special offers are set to continue for a limited period.

Listen To The Experts

There’s no point in employing these sales techniques unless your call to action can be easily seen. For maximum impact you may want to use a bold and coloured font. You could even add an exclamation mark for added emphasis. Jake Thomas summarises the importance of design by saying that the best ‘calls to action are simple, eye catching and positioned within the logical flow of information on the page’. You may reinforce the sales message with calls to action on multiple pages of a website, brochure or newsletter.

If you don’t have the time or skills required to design and write a hard hitting call to action then you should enlist the help of a graphic designer and freelance copywriter. Many such professionals work in partnerships, and therefore enjoy a creative synergy from the conceptualisation stage through to production of the finished article. They may even develop numerous calls to action, which you can trial to see which has the most impact.

What Is A Blog?


Do a search for the word blog on Google or Bing and you will see a wide range of definitions. Wikipedia informs us that a blog is ' a shortened form of weblog or web log. Authoring a blog, maintaining a blog or adding an article to an existing blog is called 'blogging'. Individual articles on a blog are called 'blog posts.' Unfortunately this doesn't tell us about key aspects of blogging such as the suitable frequency of posts, subjects discussed or layouts.

Key Features

There have been millions of blogs written on a fantastic range of subjects during the last 30 years. They are all bound by a common set of features. Each blog is written and published in chronological order, just like a diary. The popular blogs are also updated on a fairly regular basis. Power bloggers may publish content 3 times a day, while busy business people may only find the time to blog once per week. Visitors are usually able to leave comments, which are then verified by the blog owners.

A Personal Publishing Platform

The earliest blogs were written by individuals as a means of keeping friends and family updated. They featured stories about weddings, births and other important personal occasions. The bloggers also chose to include images and use snazzy designs. The personal blogs were typically published via popular platforms such as the Open Diary, Live Journal and Blogger.

Business Blogs

It didn't take long for business owners to catch on to the benefits of blogging. They were keen to position themselves as industry experts by writing informational blogs on the latest happenings in their respective industries. The business bloggers have been able to build a sense of community by generating content that is of direct interest to their website visitors and engaging in online conversations about the different blog topics.

Further Information?

If you're keen to learn more about the history of blogs or the importance of hiring a professional blog writer then please leave a comment at the end of this post. I will do my very best to answer any questions that you pose!

Image Under Creative Commons License From Sean MacEntee (Flickr)

Do Copywriters Really Lie?


Copywriters, they’re an ethical lot, aren’t they? This question is almost bound to be met with a hushed silence, followed by a slight snigger and finally a cacophony of laughter. You might be told about the Lynx Copywriter, who attempted to persuade the men of the world that one spray of the deodorant would make them absolutely irresistible. Or perhaps you’ll be reminded of the L’oreal copywriter who led a number of women to believe that they could make themselves look far younger by applying hair colourant. Some people’s distrust of copywriters runs deep, and is to some extent well founded.

Questionable Quotes

The gurus of written marketing may choose to tell porkies as a means of securing employment and maximising their earning potential. By promoting the idea that copywriting is a mysterious art rather than a straightforward job they can persuade their clients to pay a high premium. Companies can guard against this practise by asking for rates before hiring the services of a promotional content writer.

Making An Impression

After obtaining a few quotes, a marketing department may well narrow their selection down to a couple of highly suitable candidates. Being eager to work on the project these wordsmiths may well say that they have experience in a relevant field. Such claims shouldn’t necessarily be taken at face value. The copywriter who tells you that they have experience in the motoring sector may have produced promotional material for a manufacturer of road bollards. The expert who says that they have an excellent understanding of modern music theory, might have promoted the album of a 1970s folk singer. As the client you are encouraged to closely inspect your chosen copywriter’s portfolio and verify any testimonials provided.

The Client Knows Best

At the end of the day it is the business owner and not the copywriter who should have ultimate authority over the handling of a project. Although the writer may argue that the only chance of success is to use the copy that they produce, it is entirely the client’s choice whether to make amendments. It is the client who has the best understanding of their target market, the client who possesses a knowledge of the inner workings of their company and the client who must make the final marketing decisions.

Using Exaggeration To Sell

Experienced copywriters continue to stick by the claim that winning copy should outline the major benefits and unique selling propositions in such a way as to make products and services seem utterly irresistible. However there have been repeated instances of skilled writers using myths and lies to sell. In some instances the untruths have been so blatant as to be comical. In others the copy has been designed to mislead even the sharpest minded consumers. It’s a good thing then that in today’s technological world we can turn to trusted review sites before making big purchases.

The Honest Copywriter

For those of you eager to encourage people to buy your wares it is important that you find a trusted copywriter who won’t produce ethically questionable marketing material. It is worth looking for an experienced professional who can back up their claims with verifiable references. The best copywriters, aim to keep their clients happy and not necessarily for the top dollar. They make the most out of the truth and only resort to white lies when there is no other choice.

Image Under Creative Commons License From jepoirrier

Successful Email Marketing


Email marketing is said to be a cost and time effective means of targeting business prospects. It is a sound alternative to sending promotional letters and using mobile marketing methods. Whether you rely upon a web copywriter, or take time out of your busy schedule to create targeted emails, the aim should be to maximise the possibility of success.

Stepping Up Your Marketing Approach

While you may be tempted to take the ‘shit against the wall’ approach to email marketing, decent results can only be achieved through the development and application of a detailed strategy. The modern consumer is constantly bombarded with direct sales literature, and it will take some effort to ensure that your message stands out.

If you don’t want your email to be relegated to the spam folder then you should make your identity clear to the email recipient. It is also worth avoiding phrases such as ‘dear friend and ‘extra income guaranteed’ when it comes to the message header. Your email will stand a good chance of being opened if it grabs the attention and appeals to the interests of the prospective customer.

Tailoring Your Marketing Message

Marketing expert Andy Maslen suggests that the purpose of the headline is to ‘make the reader want to read the body copy’. The purpose of the first line of body copy is to make people read the second line, and so on. This theory applies equally as well to marketing emails as it does to press advertisements. Once the reader has clicked on the email they should see a powerful headline. This should be followed by some clear and persuasive body text.

The web writing that you produce should be tailored around the wants and needs of your target audience. Readers should be addressed by their first names or surnames, depending upon the context of the email. It is also important that you write in the appropriate style and tone, taking core demographics into account.

Web users will appreciate the option of whether to opt in or out of the email marketing list. Those who say yes to future correspondence should be made to feel as if they are part of an exclusive and highly valued club. These are the people who will be most receptive to your sales messages and most likely to form a close relationship with your brand.

Expert View

Matthew Keheler – Commercial Director of RedEye – “Your opt-in email list is a list of your customers and/or your best prospects who have said to you ‘Yes, I am happy for you to contact me’ … These are the people you want to invest in, where investment has a longer term value than simply the sale.

Content Is The Key

To keep your customers on-side it is absolutely essential that you produce a steady stream of valuable content. The best emails will contain links to informative and up to the minute articles. Customers may also want to be kept in the loop regarding the latest and most fascinating company news.

As with other forms of marketing, it is essential that you put the customer first. They should be regularly reminded about their importance to the continued development of your business.

Finding Creative Inspiration


By thinking creatively we are able to find new and occasionally even revolutionary answers to problems. Freelance copywriters have to use their imagination when developing stand-out promotional material for their clients. Sports people must find creative means of beating their rivals. Without creativity the world would be a very dull and boring place. So how do we harness the power of the creative mind?

Work With The Music

Music can be a great source of inspiration. World famous physicist Albert Einstein claimed that his accomplishments wouldn’t have been possible if he hadn’t listened to J.S. Bach’s classical works. Renowned artists such as Pablo Picasso and Hieronymous Bosch also placed great value in the music played by their contemporaries. Today’s creative types might draw inspiration from tunes such as Bonobo’s Kiara or the XX’s Intro.

Be At One With Your Surroundings

Some people believe that music acts as a distraction in the workplace. Such individuals may even seek plain and quiet surroundings. Others find that their output increases when they’re in the company of other ‘creatives’. The ideal working environment will vary depending upon the nature of work and the personalities of the workers. However, Doctor Ulrich from the Texas A & M University points out that ‘decorating a work environment with flowers increases the generation of new ideas by 15%’.

A Welcome Break

Although you might be loathe to take unscheduled breaks, this might be the most effective means of resolving difficult problems. While you feed the ducks at the local pond or stroll along the city streets your subconscious will be ticking away in the background. By the time that you return to the desk you may well have had that magical eureka moment. As Roopa Patel informs us ‘All great works of art, literature, and scientific inventions and discoveries are made when the subconscious mind is activated.’ There can be no better excuse for leaving that horrible administrative document on your desk.

Answers At The Bottom Of The Bottle

Some of the most famous literary and scientific figures claim to have tapped into the power of the mind through the use of recreational drugs and consumption of alcohol. Eighteenth century poet William Blake claimed that ‘the road of excess leads to the palace of wisdom’. Writer Anthony Burgess may well have shared this sentiment. In theory, mind altering substances will allow you to let go of your natural inhibitions and explore possibilities outside of the metaphorical box. However cult film Withnail and I reminds us that drinkers and drug takers often have delusions about the significance of their thoughts.